WealthEngine Best Practices in Higher Education for Prospect ...

Best Best Practices Practices in Action
Le Moyne College
Team Focused Prospect Management
Supports High Campaign ROI
Having worked at Le Moyne College for over 20 years, Deborah
Reinhardt Youmans has learned how to build value into a prospect
research management program. When she first started as
Director for Advancement Research, the College was spending
significantly on prospect research and wealth screening tools but
wasn’t applying the information in a strategic and team-oriented
approach to realize strong returns on investment. Today, her
strategy involves routine donor and prospect screenings, internal
data mining, ongoing prospect tracking, and more importantly,
prospect management meetings in close coordination and
communication with development officers.
“I would rather have my heart rate accelerate
because a development officer on the road contacts
me to let me know that the visit resulted in a gift
coming in on target with our solicitation strategy,
than the alternative. It is an affirmation that our
process of calculating gift capacity ratings is right
on the money.”
—Deborah Reinhardt Youmans, Director for
Advancement Research, Le Moyne College
Communication
“The bottom line is that everyone involved in fundraising has to work as a team and that requires each individual to take
responsibility for what he or she is here to do. You hold yourself accountable for the role you play on the team, as should
those around you,” says Reinhardt Youmans. “You also want to remember that philanthropy is a volunteer action for a
common good, while fundraising is the ability to look through the eyes of a donor. Each member of your team needs to
embrace that a joyful donor is your destination and, of course, enough of them to make goal!”
At Le Moyne, prior to any solicitation visit, the staff assigned meet with the Research Department and agree on the
amount the prospect will be asked. “Yes, our profiles have the suggested ask and all the data and analysis to back it up,”
says Reinhardt Youmans, “But, I have found that this simple process of meeting prior to a solicitation helps to build the
team atmosphere, boost the confidence of those going out, and forces a meeting of the minds. You may need to role play
Scenario A and Scenario B with the staff assigned, while at the same time trust their ability to make the right judgment
call during the visit.”
Building the Pipeline
Reinhardt Youmans is a firm believer that “screenings should be used to confirm top level prospects and identify those
up and comers for the next campaign. If you are using a screening now to identify new major donors for your current
campaign, you’ve missed the mark from a timing perspective.” She adds, “While I expect Research to continuously identify,
screen and qualify prospects that is only one piece of the puzzle, as the most important step is moving those potentials
into the pipeline to build relationships. Another important piece of the puzzle is the fact that relationships provide
‘knowns to the unknowns’ for additional pipeline movement.”
Having been a team member for three campaigns at the College (Building on Excellence, Tradition with Vision and
Achieving New Heights) she notes that the best-run campaigns for the highest return on investments (ROI) are those
where each member of the team is knowledgeable and embraces the vision, mission and strategic plan. “That means that
your alumni office is the point-guard for discovery, every office on campus is the point-guard for discovery, every event,
every mailing, every email, every social media posting, every incoming response to the Annual Fund Appeal is a pointguard
for discovery. If you are simply screening for capacity ratings without understanding the crucial aspect of building
and maintaining relationships, you are blind to what is out there and what can be.”
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